Homemade (cook it or lose it) : a social culinary campaign encouraging youths to appreciate and learn their family dishes

• Main Authors: Mohamed Haikel Aziz, Tai, Wei Jie, Wong, Sheena Xin Jie, Wong, Wen Bin
• Other Authors: Kai Tamin Goh
• Format: Final Year Project
• Language: English
• Published: 2016
• Subjects: DRNTU::Humanities
• Online Access: http://hdl.handle.net/10356/66880
• Institution: Nanyang Technological University

Homemade Singapore is a social culinary campaign encouraging youths to appreciate and learn their family dishes. The campaign was initiated by four final year students from Nanyang Technological University, from the Wee Kim Wee School of Communication and Information. Research have shown that adults in their 30s to 40s regret not learning their family dishes and at that point it may be too late to do so. Therefore, the target audience of this campaign are youths aged 18 to 25 years old, classified as emerging adults, who are in their final formative years and are at the right age to learn their family dishes before it is too late. With a strong narrative strategy employed through the digital and physical landscape, the campaign created an awareness on the loss of family dishes and the need to take action to preserve one’s family dishes. Complementing the narratives, the empowerment strategy equipped participants with the skills and knowledge needed through workshops and resources to lower the learning curve and increase motivation. Subsequently, successful behavior adoption was documented as part of the campaign’s publication. The report consists of both primary and secondary research, as well as the theoretical frameworks used to construct and guide the campaign strategies and tactics. The tactics employed are discussed and appraised based on the objectives set for the campaign. Beyond that, campaign limitations are also explored as well as recommendations for future sustaining efforts. Campaign collaterals, samples, charts, tables and original documents are included in appendices for reference.